Hyundai enthusiast blog Hyundai-Blog.com has apparently learned that Hyundai will not be introducing a luxury sub-brand as predicted by some to, which would allow the South Korean automaker to branch off into the luxury segments a la Toyota and the spawning of Lexus.
Having spoken with Hyundai’s chief American designer, Christopher Chapman in Irvine, California, word is the project is too costly to introduce a Hyundai sub-brand and that the automaker doesn’t want to invest that money. Initially, automotive journalists were speculating that Hyundai was going to introduce a sub brand in order to expand their luxury offerings based off of the Genesis lineup.
Instead, Hyundai seeks to make their luxury models icons rather than a separate brand, according to the report. An example provided by Chapman was the new Ford Mustang, which he says is “only referred to as a Mustang, with no Ford badges found on the vehicle.” Hyundai apparently seeks to do the same with the Genesis.
The next generation Hyundai Genesis coupe is said to be on its way by late 2014 or 2015, which will provide a pointer as to what Hyundai has in store for the Genesis lineup.
– By: Chris Chin